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32 Cards in this Set
- Front
- Back
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what is product advertsiement and what are the three forms?
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advertisement to sell product or service. Forms are pioneering, competitive, and reminder
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what is competitive advertisement?
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it is when advertising promotes a specific brand's features and benefits.
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What is pioneering advertisement?
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It tells people what a product is, what it can do, and where it can found
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What is an institutional advertsiement? what are the four types of institutional advertisement?
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build goodwill or an image for an organization rather than promote a specific product or service.
Four types: 1. advocacy 2. pioneering institutional advertisement 3. competitive institutional 4. Reminder institutional |
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what are the differnt appeals advertisers use in the message content?
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1. fear appeal
2. sex appeal 3. humor appeal |
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what are two essential goals in media planning?
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1. maximizing exposure
2. minimizing costs |
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in terms of media, what is reach?
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number of different people exposed to an advertisemnet
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In terms of media, what is rating?
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percentage of households in a market that are tuned to a particular TV show or radio station.
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in terms of media, what is frequency?
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the average number of times a person in the target audience is exposed to a message or adverisemnt
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what is gross rating points?
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it is a commonly used reference number advertisers use to evaluate their frequence and reach multiplied together.
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what is CPM?
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Cost per thousand: cost of reaching 1000 households with advertising message in a given medium.
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What is wasted coverage?
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having people outside the market for the product see the ad, usually with TV.
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what is rich media??
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interactive ads that have drop down menus and built in games
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What is transit advertising?
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this medium includes messages on the interior and exterior of buses, subway, and light rail cars, and taxis.
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What is place-based media?
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nontraditional advertising options that are placed in locations that attract a specific target audience.
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What are three factors that must be considered when looking to work a schedule to advertise a product?
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1. buyer turnover (new buyer)
2. purchase frequency (how much it is bought) 3. forgetting rate (speed with which buyers forget the brand if advertising not seen) |
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What are the three types of schedules that companies put in for ads?
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1. continuous schedule
2. flighting schedule-->sometime no ads due to season 3. pulse scedule...flight and continuous are combined due to increase in demand or intro of new product. *some say pulse is superior to other advertising strategies. |
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What are types of pretests?
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1. portfolio tests
2. Jury Tests 3. Theater Tests theater is the most sophisticated of them all |
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What is a full service agency?
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most complete range of services, including market research, media selection, copy development, artwork, and production
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What are the five common posttesting approaches?
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1. aided recall
2. unaided recall 3. attitude tests 4. inquiry tests 5. sales test |
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what does noted,seen-associated, read some, read most refer to used in posttesting
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noted: those who remember seeing ad
seen-associated: those who saw or read any part of the ad id the product 3. read some: those who read any part of the ad's copy 4. read most: those who read at least half of the ad. after seeing an ad.... |
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what is consumer-oriented sales promotion?
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aka consumer promotions: sales tools used to support a company's advertising and personal selling. (like coupons, sweepstakes, and samples
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___ are key elements of an integrated marketing program
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Coupons
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what are deals?
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short term price reductions used to increase trial among potential customers.
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What are premiums?
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merchandise is offered for free or significant saving.
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What are consumer oriented sales promotions? (10 in total)
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1. coupons
2. deals 3. premiums 4. contests 5. sweepstakes 6. samples 7. loyalty programs 8. point of purchase displays 9. Rebates 10. Product placements |
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what are point of purchase displays?
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sales promotion placed in high traffic areas near the end of an aisle
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What are trade oriented sales promotions?
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they are trade promotions...sales tools used to support a company's advertising and personal selling directed to wholesalers, retailers, or distributors
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What are examples of trade promotions?
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1. allowances and discounts
2. cooperative advertising 3. training of distributors' salesforce |
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what is finance allowance?
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paying retailers for financing costs or financial losses associated with consumer sales promotions; used most regularly
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what are finance allowance examples
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1. floor stock protection program: manufacturers give retailers a case allowance price for products in their warehouse, which prevents shelf stock from running down during the promotional period...
2. Freight allowances: compensates retailers that transport orders from the manufacturer's warehouse |
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Cooperative Advertising
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advertising programs by which manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products
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